Zupee, once one of India’s fastest-growing real money gaming platforms, has launched Zupee Studio, a short-form content platform aimed at Tier 2 and Tier 3 audiences. The move comes after the nationwide ban on stake-based online gaming, prompting the Gurugram-based startup to diversify beyond gaming and tap into India’s booming short-video entertainment market.
Earlier this year, the government imposed a ban on stake-based real money gaming, affecting companies like Zupee that thrived on contests offering cash prizes. The regulatory clampdown, combined with high GST rates, disrupted the revenue models of gaming startups, pushing them to explore subscription-based, free-to-play, and content-driven alternatives.
For Zupee, the launch of Zupee Studio represents a strategic pivot—both defensive and offensive—to safeguard against regulatory uncertainties while capturing a growing digital entertainment segment.
Zupee Studio is a short-form video platform designed for mobile-first users, particularly in non-metro India. The platform will host 1–3 minute mini-episodes across genres like romance, drama, thriller, and comedy. Initially launching on select Android devices, Zupee plans to expand to iOS soon, reflecting the company’s vision to reach a wide audience across Bharat.
The studio is intended to complement Zupee’s free-to-play gaming offerings, creating an ecosystem that engages users with both games and entertainment content.
With digital adoption growing rapidly outside metro cities, Zupee Studio aims to become the largest digital destination for accessible entertainment in smaller towns. By targeting Tier 2 and Tier 3 cities, the platform leverages India’s mobile-first population to increase reach and engagement.
Short-form content allows users to consume entertainment in quick, bite-sized segments, making it ideal for busy audiences and low-data environments typical in non-metro regions.
Dilsher Singh Malhi, Founder and CEO of Zupee, described Zupee Studio as the first step in a series of new experiences for Indian audiences. He emphasized that the platform aligns with Zupee’s long-term goal of shaping India’s digital entertainment future.
Malhi highlighted that storytelling is a powerful tool to engage, inspire, and entertain, reflecting the company’s commitment to creating joy and connection for millions of users beyond gaming.
While Zupee Studio represents the company’s expansion into content, free-to-play social games will remain a core part of the platform. The combination of gaming and entertainment is designed to broaden user engagement and deepen loyalty, ensuring a diversified yet cohesive ecosystem.
This dual approach balances the company’s risk post-regulation while capitalizing on short-form content growth trends.
Industry estimates indicate that short-video platforms in India are projected to attract over 650 million users by 2025, with a significant portion coming from Tier 2 and Tier 3 cities. By entering this segment, Zupee positions itself to tap into one of the fastest-growing digital consumption trends in India.
The launch of Zupee Studio demonstrates how gaming companies can pivot into content creation, offering both user retention and revenue diversification.
Conclusion
Zupee’s launch of Zupee Studio marks a key step in its transition from real money gaming to a broader digital entertainment company. By combining free-to-play games with short-form videos, the platform aims to engage millions of users across India, particularly in smaller cities, while navigating the challenges of regulatory uncertainty.
With mobile-first content, mini-episodes across popular genres, and plans for multi-platform availability, Zupee Studio is poised to redefine entertainment for audiences in Bharat.